Multicultural Intelligence

Eight Make-or-Break Rules for Marketing to Race, Ethnicity, and Sexual Orientation, Updated and Revi
eAudio - unabridged
(8.55 hours)
Product Number: OB25680
Released: 27 Nov, 2018
Business Term: OBOU Purchase
ISBN: #9781515969471
Narrator(s): Mike Chamberlain
Publisher: Tantor Media, Inc.
Please log in to view pricing

Description

With decades of experience in multicultural marketing, author David Morse reviews the history of marketing to black, Hispanic, Asian, and LGBTQ consumers. He explains how including appropriate cultural cues in advertising can build brand loyalty that will pay huge dividends. He also cautions that missing the mark with advertising that excludes or is culturally offensive can be a costly mistake. Replete with scores of examples of campaigns that have been extremely effective, as well as those that have sparked outrage and boycotts, this book provides eight basic rules that should guide you through the process of marketing as diversity becomes mainstream.

Author(s): David R. Morse
Imprint: Tantor Audio
Original Publish Date: 27 Nov, 2018

Stay up to date with W.F.Howes news and announcements

The Home of Audiobooks, Digital Services & Large Print